RW&CO Saint-Bruno Store

Distinctions

Discipline : Interior Design

Categories : Retail / Retail: Large (> 500 m² / > 5,400 sq ft) : Gold certification

Background: 

We partnered with Canadian fashion retailer RW&CO to unveil the brand’s first-ever flagship store in CF Promenades St-Bruno’s, Montreal. RW&CO is a mainstay of Canadian shopping centres and operates over 80 stores nationwide. Designed to reinforce RW&CO’s brand presence in Canada, our retail design concept elevates the brand’s status as a fashion authority. 

The store embodies RW&CO’s evolved brand DNA: a place where timeless essentials meet occasion-ready fashion. We designed the space to spotlight meaningful collaborations, celebrate Canadian creativity, and bring the RW&CO community together.

Design and Strategy:

The retail experience was crafted to inspire confidence in every shopper. We created ‘The Lifestyle Collective’, a curated, inspirational, and elevated experience, encouraging self-expression. 

We created ‘living lookbooks’ throughout the store to showcase a curated, lifestyle-oriented selection of products from the brand’s collections. These lookbooks are presented through mannequins, large tables in the centre of the store, and lifestyle screens. The goal was to create an element of storytelling that encourages customers to shop across categories. The store also includes accessory tables, showing how individual looks can be personalised.

The facade architecture acts as a window into the brand, featuring an open and inviting shopfront, anchored by a central wall that acts as a recognisable ‘totem’, giving the brand an iconic new look and creating a strong presence within the Mall. The store is defined by soft, curved columns and a neutral palette broken by bold feature finishes that denote the key destinations. 

A prominent service area, centrally located, serves as a key destination in a bold, ownable, brand blue, standing out as a focal point in the customer experience journey, as a place for consumers to pay, book personal shopping sessions and ask advice.

We designed the ‘Occasion Destination’ towards the rear of the store as a dedicated zone for tailoring and formal wear. As part of the experience, a dedicated service desk and two styling suites allow for a more personal fitting offering. 

At the center of the Occasion Destination is a lounge area for the 10 spacious fitting rooms behind. We created an ‘Instagrammable’ entrance to the fitting rooms, featuring bold mirrors for social media moments.

We designed the ‘Essentials Wardrobe’ zone to showcase high-quality, timeless essentials. This dedicated space highlights the brand’s iconic everyday pieces and reinforces RW&CO’s offering as a 24/7 lifestyle brand. 

These ‘Essentials Wardrobes’ feature double-height merchandising and sit towards the front of the store, so customers can easily navigate to beloved items. The fixture draws inspiration from traditional haberdashery for an eclectic touch.

Press: 

RW&CO Saint-Bruno Store received 7 global press features, with major publications titles including World Brand Design Society, Ads of Brands and Design Insider.

The project in images